基于隐马尔可夫链模型的电子商务用户兴趣导航模式发现

中国管理科学 ›› 2014, Vol. 22 ›› Issue (4): 67-73.

基于隐马尔可夫链模型的电子商务用户兴趣导航模式发现

朱志国^1,2

1. 东北财经大学管理科学与工程学院, 辽宁大连 116023;
2. 大连理工大学系统工程研究所, 辽宁大连 116024

收稿日期:2011-10-13 修回日期:2013-07-04 出版日期:2014-04-20 发布日期:2014-04-23
作者简介:朱志国（1977- ），男（汉族），辽宁大连人，东北财经大学管理科学与工程学院，副教授，博士，研究方向：智能电子商务、社会化商务、网络营销.
基金资助:
教育部人文社会科学研究青年基金项目（12YJCZH321，13YJC790061）；国家自然科学基金面上项目（70972059）；辽宁省社科联辽宁经济社会发展立项课题阶段研究成果（2014Lslktzitsg-01）

Discovery of E-Commerce Users’ Interest Navigation Patterns Based on Hidden Markov Chains Model

ZHU Zhi-guo^1,2

1. School of Management Science and engineering, Dongbei University of Finance and Economics, Dalian 116023, China;
2. System Engineering Institute, Dalian University of Technology, Dalian 116024, China

Received:2011-10-13 Revised:2013-07-04 Online:2014-04-20 Published:2014-04-23

摘要/Abstract

摘要： 用户智能导航模式发现已经成为电子商务领域中的一个研究热点。为此，结合电子商务站点用户网页访问时间与网页关键字信息对用户访问兴趣进行定义，借鉴经典隐马尔可夫链模型，建立用户兴趣导航模型。给出在此模型中用户兴趣导航路径的发现方法及算法描述。通过模拟数据、某B2C在线图书销售站点中的真实数据以及与经典方法的对比等方面的实验验证，结果表明：给出的模型方法能够准确、高效地找到带有用户访问兴趣的关联路径信息。这个方法可以作为一种应用于电子商务领域更为有效、实用的智能导航发现工具。

关键词: 智能电子商务, 隐马尔可夫模型, Web数据挖掘, 兴趣导航模式

Abstract: Intelligent discovery of users' navigation pattern has been a hot research issue in the E-Commerce field in recent years. In this paper, users' access interests are defined by combining the information of users' time duration on a page with the keywords on the pages in the E-Commerce Website. The Interest Navigational Path Model is constructed based on the classical Hidden Markov Chains Model. Next, the discovery method for user's interest navigational paths and corresponding mining algorithm are presented. Finally, the experiments are conducted with simulative data, real datasets collected from an online Bookselling B-to-C E-commerce site. Furthermore, the comparative experiment with a classical algorithm is conducted. The experimental results show that the presented model and algorithm can accurately and efficiently find the paths information associated with users' access interests. The method can be adopted as a more effective and practical tool for intelligent navigation discovery oriented to the E-Commerce field.

Key words: intelligent E-Commerce, HMM, web data mining, Interest Navigation Patterns

中图分类号:

C931

朱志国. 基于隐马尔可夫链模型的电子商务用户兴趣导航模式发现[J]. 中国管理科学, 2014, 22(4): 67-73.

ZHU Zhi-guo. Discovery of E-Commerce Users’ Interest Navigation Patterns Based on Hidden Markov Chains Model[J]. Chinese Journal of Management Science, 2014, 22(4): 67-73.

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